The effect of online review and interaction on value co-creation in tourism virtual community

AbstractUser behavior in the tourism virtual community has become a hot research topic. Based on cognitive evaluation theory and organismic integration theory, this paper attempts to reveal the generation mechanism of user value co-creation behavior in tourism virtual community, which is of great significance for the operation and development of tourism industry. Altogether 342 valid questionnaires were collected in the survey, and structural equation modelling was employed to test the impact path. It was found that online reviews have two dimensions of characteristics, content and attributes. Online review characteristics positively influence the social interaction and information exchange dimensions of social interaction. Social interaction positively influences value co-creation behavior. The two dimensions of social interaction have a positive effect on user engagement, in turn, user engagement itself has a positive influence on recommendation behavior. Overall, the findings of the study can promote user participation in the interaction and information exchange behaviors.